Store revamp with CRO improvements and wholesale B2B solution

The Challenge

• Amicreative, founded by artist Amita Nair, is an award-winning brand selling hand-illustrated greeting cards, gift wrap, tea towels, art prints, and accessories. Their designs — inspired by Indian heritage and Pacific Northwest beauty — had a loyal retail following, but the business faced two critical challenges:
• Retail store optimization:
• Product pages weren't converting — Beautiful imagery, but unclear CTAs, missing trust signals, and weak product descriptions were costing sales
• Mobile experience lagged — 65%+ of traffic came from mobile, but the checkout flow and product pages weren't optimized for small screens
• Cart abandonment was high — Customers were adding items but not completing checkout
• No cross-sell strategy — Customers buying greeting cards weren't discovering gift wrap, washi tape, or other complementary products
• Wholesale revenue untapped:
• No B2B infrastructure — Retailers and boutiques wanted to carry Amicreative products, but there was no wholesale ordering system
• Manual wholesale process — Orders were handled via email and spreadsheets, creating friction and limiting scale
• Pricing complexity — Retail vs. wholesale pricing needed to be separated cleanly
• Missed revenue opportunity — Without a dedicated wholesale portal, Amicreative was leaving significant revenue on the table
• Amita needed a store that converted better for retail customers while simultaneously unlocking wholesale revenue through a professional B2B solution.

The Solution

We executed a dual-track project: CRO improvements on the retail store and a dedicated B2B wholesale portal — both delivered in 4 weeks.

Part 1: Retail Store CRO Revamp

• Product page optimization — Restructured product pages with clearer CTAs, enhanced product descriptions highlighting the artist story, added trust badges (artist-made, hand-illustrated, US shipping), and improved image galleries
• Mobile-first checkout — Streamlined the mobile checkout flow, reduced form fields, added Apple Pay/Google Pay for faster checkout
• Cross-sell & upsell implementation — Added "Frequently Bought Together" bundles, "Complete the Look" suggestions (cards + gift wrap + washi tape), and post-purchase upsell offers
• Collection page improvements — Better filtering (by occasion, color, theme), improved product grid layout, clearer category navigation
• Trust signal integration — Added customer reviews, featured press logos (Jiggy Puzzles, Geometry, Louie's Finer Things), artist bio highlighting awards and collaborations

Part 2: Wholesale B2B Solution

• Dedicated wholesale portal — Built a password-protected B2B section with wholesale pricing, minimum order quantities, and bulk ordering capability
• Wholesale-specific pricing — Configured tiered pricing based on order volume, separate pricing for retailers vs. retail customers
• Quick order forms — Created streamlined ordering interface for wholesale buyers (search by SKU, bulk add to cart)
• Net payment terms — Integrated Net 30/60 payment terms for approved wholesale accounts
• Wholesale onboarding — Application form for new wholesale customers, automated approval workflow
• Marketing materials — Created downloadable line sheets, product catalogs, and brand guidelines for wholesale partners

The entire project was phased carefully to avoid disrupting live sales, with staging environment testing and incremental rollout.